Liberty Media is the brand new Formula 1 owner and the sport will get a major overhaul in 2018. The new F1 management has now released the brand new F1 logo at the conclusion of the Abu Dhabi Grand Prix at the circuit in Yas Marina. The logo is simpler and will replace the one used for a whopping 23 years. The new logo was shown on the podium post the ceremony and will be backed up by an extensive revamping campaign at the beginning of the season in 2018.
The FIA has supported this new logo and it has been made more compliant with contemporary digital platforms. Ellie Norman, the marketing head of Formula 1, has stated that the logo depicts two cars, which are moving around a circuit and striving to cross the finishing line. The logo draws inspiration hugely from the low profile car shape and has been designed to offer more versatility in comparison to the previous one.
The earlier F1 logo had achieved iconic status globally due to the clever camouflaging of the 1 in the middle. However, the new F1 owners have declared that this was too subtle for many fans and hence the new design can be easily replicated on digital platforms and also for merchandising purposes. Sean Bratches, the F1 commercial chief, stated that the earlier logo was certainly iconic and remained valid for 23 years but the new one fits well with the vision for the business and importantly, in digital formats, the negative space in the letter 1 does not quite come out in a candid manner.
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Liberty Media is aiming at a major brand relaunch exercise for the sport and this will be executed prior to the 2018 Australian Grand Prix which is slated for the 25th of March, 2017. This will also encompass a new web platform, television graphic package and social media functionalities.